With the adoption of social media outlets and other “instant” marketing techniques, many brands have tried to capitalize on major events. The goal of real-time marketing is to grasp a large number of impressions and increase shares of your brand after responding to moments during an event (i.e. awards shows, political broadcasts, etc.).
Real-time marketing skyrocketed in popularity after Super Bowl XLVII in 2013 when the power went out in the Super Dome, causing a 34 minute delay. Oreo took to Twitter with a witty response just minutes after the power outage. Luckily, Oreo had a team of internal reps as well as people from their advertising agency gathered during the game, so they were able to respond quickly. This moment sparked a revolution of sorts, causing many more brands to closely monitor social media channels during major events.
Power out? No problem. pic.twitter.com/dnQ7pOgC
— Oreo Cookie (@Oreo) February 4, 2013
The real question is, is real-time marketing worth it? Many argue it’s a great way to capture a large audience and increase social media presence. Others argue it can be damaging to your brand if done incorrectly. In the case of this year’s Super Bowl XLVIII, real-time marketing wasn’t as much of a hit. A number of brands sent out tweets in response to various events and some brands even interacted with each other. Overall, the general verdict was that the real-time attempts were sub-par.
The success of real-time marketing efforts is mostly based on whether or not there are any moments or happenings during the event that can be tied back to a particular brand. When a brand has to really stretch to make it happen, it usually leads to quite a bit of negative feedback.
If you are looking for a new Milwaukee marketing strategy for your company, give us a call. We will determine the best plan to bring you more customers and boost business.